LONDON: Nickelodeon UK and NDS, the technology outfit from the News Corp stable are offering viewers the chance to test their knowledge of Sabrina The Teenage Witch with the launch of an interactive quiz.

This marks the start of a long-term strategy to take interactivity to all Nickelodeon viewers. Nickelodeon's Sabrina Magic Spell Game is being broadcast around the ad breaks of the new series, between 4 and 6 pm every day for four weeks. The initiative started on 2 September.

According to a channel release, Sabrina is a popular live action teen series, which follows the rites-of-passage experiences of a 16 year-old girl who moves in with her aunts, discovers that they, and she, are all witches and that their black cat, Salem, can talk. In India, the show used to air on Star World. The Nickelodeon Sabrina Magic Spell Game is multiple choice. At the end of the break, viewers are asked a question about Sabrina, who have to respond with the remote control. The correct response and individual viewer's score are then displayed before the beginning of the next show. Eight games are broadcast per day with cumulative points gained for each correct answer, and final scores can be entered into a prize draw through the return path.

The release states that powered by NDS's Value@TV system, Nickelodeon's Sabrina Magic Spell Game builds on the successes of previous interactive applications, such as the Watch Your Own Week voting application, created for the broadcaster by NDS. Further interactivity is planned during the Ultimate Sabrina Marathon due to launch on Nickelodeon in November.

This initiative comes about as Nickelodeon is looking to generate additional channel loyalty and new revenue streams in an increasingly competitive youth market. Nickelodeon claims to have chosen NDS as a result of the unprecedented success of previous co-developed applications, and NDS' position as a leader in the iTV industry, says the release.